Space Available
Media planning and placement continues to take on new meaning.
The two models highlighted in recent articles by Springwise, seem to bring “inventory” and “space” to a personal level – your life and your social network. Everyday Models allows you to make parts of your life available for purchase (rent really) for advertising purposes. Bomeiti is partnering with social media providers to give users the ability to customize advertising that is delivered on their personal pages.
Now – for social media users choosing the content you want, the way you want it and the way you share it seems to have an emerging dimension that you’ll need to contend with – media planning.
If you’re interested in building audience (maybe you already have an audience), have an opinion on the advertising you’d like to be associated with (you might not care) and are interested in being paid for the space associated with your page, body and/or life – you might be in business.
Media Post recently reported on the Nielsen ratings – Global Online Media Landscape. The report indicates there are 87% more online social media users than in 2003 – not surprising I guess. Last year, time spent on these sites went up 73% – okay. In February, social network usage exceeded web-based email for the first time – wow.
J.P. Morgan’s Nothing But Net, 2009 Global Equity Research Report recently opined that Social Networking “needs a new monetization approach,” citing that the ad spending forecast looks weak and that large advertisers “may be put off by [the] environment” – not wanting to “position their brand alongside content they can’t control.”
So with users that can choose their own ads – and - advertisers that want to not only choose but also control the content they place with (in the case of social media, the user) – who will win?
The last 295+ years of advertising seems to indicate a proven model. I would bet on the user.
posted by Jason Ulrich on May 3rd, 2009 at 7:04 pm Permanent link to this post
